La compañía de bebidas gaseosas ha curvado su logo para una campaña en la que pretenden recordar la importancia de abrazarse bajo el eslogan «Real Magic».
El poder de la marca Coca-Cola es por todos conocido y cualquier pequeña modificación en su identidad gráfica es noticia en todo el sector de la creatividad. Durante décadas ha sido la empresa líder en el sector y siempre ha destacado por su poderoso marketing precedido de una identidad gráfica de época. Pues bien, la empresa ha decidido modificar su logotipo y lanzar nuevo eslogan en una campaña que pretende promover la inclusión y la felicidad.
El nuevo logotipo es el tradicional de Coca-Cola, pero está ligeramente curvado alrededor de lo que se puede intuir que es una botella invisible. De esta forma, la compañía de empresas gaseosas quiere hacer referencia a los abrazos, un gesto tremendamente afectivo y que hemos echado de menos en los últimos meses debido a la pandemia.
«Esta es la representación visual más diversa de la marca Coca-Cola en nuestra historia».
Rapha Abreu, Vicepresidente Global de Diseño de The Coca-Cola Company.
El logo ha sido conceptualizado por Wieden + Kennedy Londres y para llevar a cabo la identidad visual Coca-Cola contrató a KnownUnknown, una red mundial de talentos independientes, incluyendo todas las fotografías, animaciones e ilustraciones.
Bajo el eslogan «Real Magic» Coca-Cola quiere transmitir la idea de que la magia vive en los momentos inesperados de conexión que elevan lo cotidiano a lo extraordinario, un aprendizaje atemporal que es más relevante que nunca en un mundo como el actual que destaca por estar hiperconectado pero divido. Por tanto, aseguran desde Coca-Cola, la magia se produce cuando la gente se reúne y cuando lo que compartimos en común es mayor de lo que nos separa.
«Real Magic trata de crear un movimiento para elegir una forma más humana de hacer las cosas abrazando nuestras perspectivas únicas»
Manolo Arroyo, director de Marketing de Coca-Cola Company
one co*ke away from each other
El spot de la campaña se llama «One co*ke Away From Each Other» y representa la primera experiencia creativa bajo el eslogan «Real Magic». Mezclando los mundos real y virtual, esta campaña es una metáfora que celebra nuestra humanidad común. El anuncio, que se lanzó digitalmente el 27 de septiembre, se pregunta qué pasaría si Coca-Cola, como símbolo de unión, pudiera unir universos destinados a estar separados para crear el concepto «Real Magic». La película presenta a tres conocidos jugadores de videojuegos: DJ Alan Walker, Aerial Powers de Team Liquid y Average Jonas.
carteles para fomentar la diversidad
Además, un grupo de fotógrafos, artistas e ilustradores han dado vida al concepto «Real Magic» a través de diferentes carteles. Sus diferentes estilos han proporcionado una variedad de imágenes de la campaña, con algunos artistas creando representaciones más realistas y otros ofreciendo variaciones más abstractas.
Creating awareness of the company and its products.Informing and educating consumers and buyers.Encouraging a liking for the company's products over those of the competitors'.
In 2016, Coca-Cola launched the "Taste the Feeling" campaign. The campaign was designed to be a global campaign that would unite all Coca-Cola brands and bring back the focus on the core product, Coca-Cola. The campaign's slogan was "Taste the Feeling," and it was designed to make people crave the taste of Coca-Cola.
Back on May 8, 1886, the world's first Coca-Cola was served at Jacobs' Pharmacy in Atlanta, Georgia. It was the creation of Dr. John Pemberton as a tonic for common ailments. He likely had no idea what was in store for his product, the company, and an industry that would grow into the giant it is today.
Coca-Cola (KO) would know -- it's had a number of notable taglines in its one hundred-plus years as a company. On Tuesday, it launched another new ad campaign and yet another new slogan -- "Taste the feeling."
The Coca-Cola logo perfectly communicates the brand story through its balanced and eye-catchy design. The iconic logo has been in use since 1887, albeit with a few changes, but remains relevant to this day.
Iconic Imagery: Coca-Cola's advertising often features iconic imagery such as the Coca-Cola bottle and logo, which are easily recognizable and memorable. The use of iconic imagery helps to create a visual association with the brand and makes the advertising more memorable and effective.
The current global slogan of Coca-Cola is "Taste the Feeling." However, the company has used many other memorable slogans throughout its history, such as "Delicious and Refreshing" (1904), "The Pause That Refreshes" (1929), and "It's the Real Thing" (1971), among others.
“A Recipe for Magic”—the global campaign celebrating the soul-nourishing combination of a delicious meal, a special moment shared with others and an ice-cold Coca‑Cola—will bring a series of unique physical and digital experiences to fans around the world in 2024.
The Coca-Cola Company is an American corporation founded in 1892 and today engaged primarily in the manufacture and sale of syrup and concentrate for Coca-Cola, a sweetened carbonated beverage that is a cultural institution in the United States and a global symbol of American tastes.
The Coca-cola logotype consist of the name and two colors' mix against the background. Color schema include white and red colors, which have a particular meaning. Red color means strength, passion, love and energy. White color – purity, youth, nobility.
7 Up (stylized as 7up outside the United States) or Seven Up is an American brand of lemon-lime–flavored non-caffeinated soft drink. The brand and formula are owned by Keurig Dr Pepper, although the beverage is internationally distributed by PepsiCo.
Age: Firstly, the company strategically targets youth in the age group of 10 to 35 years. To capture this demographic, Coca-Cola leverages celebrity endorsem*nts in its advertisem*nts and conducts promotional campaigns within universities, schools and colleges.
Through this, Coca-Cola is telling people that its portfolio is made not only for individuals but also for families, and there is something for everyone. The metaphorical significance of the "New Guy" underscores the idea that all individuals are welcome to be part of the Coca-Cola family.
Our vision is to craft the brands and choice of drinks that people love, to refresh them in body & spirit. And done in ways that create a more sustainable business and better shared future that makes a difference in people's lives, communities and our planet.
According to the ad's creator, the Hilltop commercial portrayed Coca-Cola as “a little social catalyst that can bring people together, talk things over, and sometimes communications get better if you're just sitting over a bottle of co*ke and looking people in the eye.”
Introduction: My name is Pres. Lawanda Wiegand, I am a inquisitive, helpful, glamorous, cheerful, open, clever, innocent person who loves writing and wants to share my knowledge and understanding with you.
We notice you're using an ad blocker
Without advertising income, we can't keep making this site awesome for you.
